Media Sector: Strong and Weak Signals

Last updated 18. July 2016 by admin

Key observations about the initial view of the Media Sector Significance Matrix (Normalised Desired) based on Desired Future Analysis.

Technology Categories RankingsTechnique/Process Categories Rankings

Communications (Score 100) 

Technology which connects the creator or end user to distant services e.g. broadcast technology, satellite, cable technologies, broadband, mobile, wireless wan, internet, Industry focused Virtual Private Networks.

Consumption (Score 100)

The process of selling, buying, using or experiencing the show or publication

Application (Score 94)

Software applications that are used in the creative process or by the end user e.g. Video Editing software, CGI, 3D Modelling, Audio Editing, Live Broadcast Management Technology (Control Room Management Suites)

Post Production (Score 96)

The process of creating a finished programme, show, publication, Editing, Audio-visual Effects (Motion Graphics, CGI, Foley), Dubbing, Colour Correction

Hosted Services (Score 79)

Technologies, spaces or domains which are remote from the creator and/or end user e.g. web services, e-stores, big data, Hosted Co-working spaces

Socialware/CPD (Score 90)

How people evolve in response to technology (& technology responds/evolves with people's experiences), Awareness, Intermediary Business, Technical and Production roles, Knowledge, Hubs, Knowledge Bases/Repositories, Discussion, Communication and Sharing, including education, training and CPD. Interactivity, User contributed development/tools/formats

Output Sensory (Score 72)

Technology which outputs in a virtual sensory format e.g. Cinema, Displays, VR Headsets, AR interfaces, tactile feedback, audio, Monitor Speakers

Collaboration (Score 79)

The process of using the Collaborating, Responsive and Consistent design for content and device, Standards and Convergence. Individual, Community or Societal Analysis/Research, Addressing Obsolescence, Flexibility, Adaptability, Modularity, Policy, User Contribution.

Physical Input/Support (Score 69)

Devices/Equipment which are used to physically interface with the production or publication e.g. mouse, keyboard, console, pens, smart pads, rigging, lighting, wardrobe, scenery, set design, radio mics, audio-visual feedback.

Integration (Score 52)

The process of integrating 2 or more stages of the design lifecycle

Input Sensory (Score 65)

Technology which provides input based on sensors e.g. cameras, sensor based, motion/actor digital capture, motion detection/triggering, Audio, Microphone, Booms.

Production (Score 41)

The creative process of building a show or publication, storyboarding, shooting, piloting, set building, location scouting, casting, logistics

Hardware (Score 45)

Technology which is physical and has processing capabilities e.g. PC, Mac, Smartphone

Marketing & Distribution (Score 28)

The process of understanding and engaging the end user, making the show or publication available to end users, features, user testing/experience

Output Physical (Score 36)

Technology which outputs a physical artefact e.g. DVD, Digital Files (MP4, MP3, MOV, PDF etc)

Ideation/Development (Score 16)

The process of generating ideas or inspiration for creativity - e.g. commissioning, sketching, pitching, script development

O/S (Score 20)

The underlying software platform e.g. Unix, IBM, HP, ICL-Fujitsu, DEC, Sun Solaris, Linux, Custom O/S, Windows, IOS, Android, Middleware


Most Significant Technology/Process pairings

Strong Areas

  • Application/Post Production
  • Output Sensory (Display)
  • Consumption
  • Comms (Consumption, Socialware, CPD).

Weak Areas

  • Ideation and Development (Hardware, OS, Applications, Output Physical/Sensory)
  • Production (Hardware, OS)
  • OS Integration

Clusters/Apparent Trends

  • Consumption (Output Sensory, Comms, Hosted Services)
  • Comms (Consumption Socialware, CPD)

Recommendations based on Weak, Strong and Trend Signals

Timescale: Opportunities within 5 years

Processes/Media Lifecycle: Ideation/Development, Collaboration, Production
Technologies: Physical Input-Support, Hosted Services, Comms

  1. Physical Input - Support / Marketing& Dist. (Score 100)
    There is a focus on personalisation. The context and situation a user experiences content needs to be blended with their personal preferences to produce new and rich mechanisms for bespoke and novel audience interaction.
  2. Input Sensory / Marketing& Dist. (Score 95)
    There is a need to support the adoption of user generated content, such as through the use of smartphones.
  3. Ideation-Development / Physical Input - Support. (Score 95)
    User stories that could be used in media channels and have the content syndicated via automatic language translation.
  4. Ideation-Development / Comms. (Score 94)

Timescale: Challenges within 5 years

Improvements in Consumption, Integration and Socialware/CPD in particular:

  1. Output Sensory / Consumption
    There was a call to facilitate adoption of 4K and 8K screens but this needed to be done through a process of graceful network degradation where people with lower spec devices networks were still able to access responsive high quality content.
  2. Output Sensory / Integration
    Display content, whether through screens, projectors, or across digital platforms requires integration interfaces to manage workflow across all stages of media production, specifically automatic language translation as well as standards that facilitate interoperable on demand conversion of file formats.
  3. Input Sensory / Socialware-CPD
    User generate content needs Social or Community driven platforms for sharing and syndicating content amongst Media Channels. Media organisations need to provide shared learning opportunities, such as through conferences and workshops to facilitate this.

Recommendations based on Gap Analysis

Timescale: Gaps needing resolution within 5 to 10 years

  1. How Applications serve Socialware/CPD are currently showing up as likely to be short of resources, investment and skills. The industry needs to develop or refine software and tools to provide better Socialware to store, conserve, archive and share Media works. Developing CPD for professionals to better utilise software and applications is also needed
  2. How Output Sensory devices are consumed and experienced.
  3. Display screens whether 4K, 8K or Portrait configurations on mobiles need to be equally accommodate for using network degradation processes while content quality is not diminished.

see infographic:


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